Sometimes a picture says more than 1000 words. Throughout the history of art flowers were used to depict women’s sexuality. Using a metaphor within the world of flowers enabled us to to talk about a delicate subject, the loss of vaginal moisture. Women know what menopause does to the skin on their face (feels dry/looks older), making this subtle connection could help them understand the impact of estrogen-loss down there, and the benefit of bringing it back. The creative device – a flower in a vase- was the perfect metaphor. It allowed us to tell the “from within” story in a feminine way and separate us from topical lubricants which don’t solve this problem (hence the wilted flowers). This, along with a complete packaging overhaul, set the brand on new trajectory.